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Amazon expands own-brand grocery lineup with Aplenty

New food label focused on center-store consumables categories

Russell Redman

April 12, 2021

2 Min Read
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The first Aplenty products, sold via Amazon Fresh, include such items as honey dijon mustard, pita chips, potato chips, crackers and cookies.Amazon

Amazon has added a new food line called Aplenty to its private-brand grocery roster.

Sold online and in-store via Amazon Fresh supermarkets, Aplenty at launch includes such items as pita chips, potato chips, crackers, cookies and mustard, Seattle-based Amazon said Monday. Plans call for hundreds more Aplenty products to roll out over the next year, covering such categories as confections, salty snacks, cookies, crackers, frozen food, condiments, sauces, seasonings, baking mixes and pantry staples.

Aplenty also brings a better-for-you focus. Amazon said the products are “developed to the highest standards, with recipes rooted in quality ingredients” and contain no artificial flavors, synthetic colors or high-fructose corn syrup. The company added that Aplenty products are “rigorously taste-tested to exceed our customers’ expectations” and backed up with a “Delicious Guarantee,” in which customers can get a refund of the purchase price if not satisfied.

Examples of currently available Aplenty products include twice-baked parmesan, garlic and herb pita chips; small-batch pink Himalayan sea-salt kettle-cooked potato chips; slow-baked cornbread crackers; salted caramel chip mini cookies; and honey Dijon mustard made with stoneground mustard seed and real honey.

Related:Report: Amazon has 28 more Amazon Fresh stores in the works

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Plans call for hundreds more Aplenty products over the next year in such categories as confections, salty snacks, cookies, crackers, frozen food, condiments, sauces, seasonings, baking mixes and pantry staples.

Currently, Amazon operates 12 Amazon Fresh stores in the United States, including eight in California (most recently opening in Long Beach) and four in Illinois. The stores tout a mix of national, local and private brands, with the latter featuring Amazon’s Fresh (fresh food), Cursive (wine) and 365 by Whole Foods Market (organic groceries) labels.   

Industry observers say Amazon has steadily built a strong private label grocery portfolio and is grabbing market share. Brands include Happy Belly (dairy, eggs, beverages, cooking and baking products, deli items, produce, snack foods and jams, jellies and spreads), Solimo (food, beverages, household, personal/beauty care, pet care), Wag (pet food), Sugarly Sweet (sweeteners), Santa Ninfa (pasta, oil, vinegar), Wickedly Prime (food, grocery), Presto! (household) and AmazonBasics (household and home essentials), Cinque Terre (pasta), Kalista (olive oil), Le French Pantry (seasonings), Mix-A-Licious (candy), Nature’s Instincts (dietary supplements), Powers & Powers (seasonings), Roast Ridge Coffee Roasters (coffee), Simply Sweet (cookies), Super Organics (coffee and tea) and Zesty Bee (honey).

Amazon reportedly plans to open more than two dozen additional Amazon Fresh supermarkets across the country. The online retail giant also operates two smaller, convenience-focused Amazon Fresh grocery stores in the United Kingdom. The company’s other food retail stores include 26 Amazon Go convenience stores and two Amazon Go Grocery stores, as well as 523 Whole Foods Market stores (502 in the U.S., 14 in Canada and seven in the U.K.).

Related:Why Amazon Fresh stores will likely rock a few boats

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About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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